I'm now joined by Mr. Siwan Ryu who is a Senior Manager at LG. And he has a wealth of experience marketing LG products in Indonesia, South Africa and other countries. Let's dive a little more deeply into the mosquito away success story. What were some of the difficulties that you encountered when you first developed this product? >> It's not so difficult to find some insight for function or insight for the future to be adopted in our product. It's not so difficult, but you know very well we have to appreciate our R & D first, internally. If we fail to appreciate our R & D internal decision makers, then we cannot try. >> Right. >> We cannot try to prove the product to our consumers. >> Right, and that's an excellent point because I think people don't know that a lot of the marketing has to be internal as opposed to external. So how did you convince them? How did you persuade them that this was the right product for Indonesia? >> Every day I fought, but I failed, >> [LAUGH] >> Every day I failed. They didn't accept, they didn't want to believe. >> Okay. >> So they requested the evidence first. But, as you know very well, the marketer is not a researcher or engineer. >> No, no. So I, considered very much on how to proceed. How could I show evidence? So I tried several simple device of the ultrasound device and I installed many houses including my house. >> So, you did a lot of the research yourself? >> Yes. >> Wow. >> Before, they requested the formal evidence first but I don't have a formal evidence. If I persuade, then they can proceed the test. But before the test, I have to persuade them first. So including the Vice President, Mr. Lee, I installed myself the ultrasonic device. Several days ago, one month later, they said the mosquito died. So at that time, I was more than happy. And I relayed the informal test report to my colleagues and research center, so day by day after six months or almost one year I appreciate that they step by step they listened to my voice. >> Okay. That's a very intriguing story in terms of how as a marketer you have to do part of the research and development yourself. >> Yeah, I had no choice at the time, sir. >> Okay. >> I had to prove myself first. >> Okay, and how did you convince the local partners that this was the right product for Indonesia, because I think there should have been other products like that. But how do you convince them that this is for real? >> Yes. >> That this genuine? >> Yes. One of the aspects they made collaboration with our suggestion is they are seriously suffering from the Dengue fever. >> Okay. >> So they should do something against the Dengue fever, the social issue. So already they were ready to collaborate with our section. And the second, we approached very scientifically. Scientific way to prove and to contribute to prevent this dengue fever. Not only for the commercial reason or a commercial style, but also how to contribute the local society to get over this kind of very critical and distinct catastrophy. >> Let's also talk about media strategy. So what were some of the media channels that you'd used? Was it just TV? Or was it PR? Was it the scientific press? What was some of the strategies involved there? >> Of course the most expensive and most powerful advertisement marketing marketing tool is TV advertisement. And in Indonesia, it's the biggest marketing tool. But this kind of feature, local feature, is very difficult. >> Right, exactly. >> To show, just keep it at the advertisement end, to persuade the consumers. >> And it has to be authentic. >> Yeah, yeah. >> So if people tend to not believe your claims. >> Yes. Just the 20 seconds and 30 seconds. This product can eliminate the mosquito so you buy it, but they don't believe. So we maximized the PR activity. PR is endorsed by third party. Third party of the government. Where Anti-fever association, or university, or the anti-dengue, investor, compliment investor. Her name is Tika. Tika is a doctor. >> Okay. >> But she lost her only daughter by dengue fever. So, since she lost her daughter from dengue fever, she educated herself to the entity investor. >> She's a symbolic figure in Indonesia. >> Yes, so we invited that investor to our anti-Dengue air-conditioning investor, too. So she accepted from the bottom of her heart. So she endorsed, and most of the site started to believe. >> I see, so when she says it's for real, it will resonate among Indonesians. >> Yes. >> Okay, lastly, what about pricing? As a developing country, is price an issue? How do you make it more affordable to many people that may need such an air conditioner? >> Of course sir, the cost increased. So we had no choice, we have to increase the price more than, almost double from the normal air conditioner. But incredibly, the still poor society in Indonesia, but they accepted it. >> Okay. >> From the bottom of their heart, they started to pay. Even the parents, the mother and father who have the small kids, they saved the money from other consuming and they were ready to pay the double price for their kids. >> I see, I see. >> So sometimes, we faced the short, part of the short in every shops. They booked and that they sometimes in a row they rated something like the apple. Apple >> Wow, really? >> Like that, they paid double the price. >> So, despite the increase in terms of cost in price, consumers saw the value. The benefit of the product as being worth it. >> Yes, and most of the parents, mothers, fathers who bought anti-Dengue air conditioner, they're satisfied after buying the product. >> Okay, thank you very much. >> Thank you sir. >> It has been very interesting. >> Thank you sir.